Identity’s ‘Road To Ultra’

The new traveling electronic music festival called “Identity” goes the synergy route by joining forces with Miami’s Ultra Music Festival for cross-promotion fun.

While today’s announcement didn’t mention additional artists, new dates or revised locations, it gives you a peek behind the curtain to see how the sausage is made.

Presented by Skullcandy and billed as the “first-ever touring electronic-only music festival to visit major amphitheatres,” Identity launches near Indianapolis in Noblesville, Ind., at the Verizon Wireless Music Center August 11. Artists include headliner Kaskade along with Pretty Lights, Rusko, Disco Biscuits, DJ Shadow, Skrillex and more. Steve Aoki headlines the Dim Mak stage.

Yes, that’s right. Dim Mak as in Dim Mak Records & Touring/Events, the company launched by Aoki in 1996 when he was a student at University of California Santa Barbara. While Aoki’s name was included in the original lineup announcement, the addition of Dim Mak is a recent development.

“The lineup for the festival is amazing and I’m excited to have a Dim Mak stage on the Identity tour,” Aoki said in a statement. “We have done festival stages mainly outside of America and this will be a crucial tour for Dim Mak to be traveling across over 20 cities in the U.S.”

Regarding the newly created connection between Identity and the Ultra Music Festival, Identity organizers are saying the alliance will result in a “Road To Ultra Tour” cross marketing and promotional campaign.

“The association between Identity and Ultra Music Festival ensures fans will have the ultimate festival experience of the highest production caliber,” said Identity producer John Reese of Synergy Global Entertainment. Ultra is scheduled for March 23-25.

While details of the Identity/Ultra partnership weren’t revealed, it appears Ultra will be lending some of its expertise to the new festival. Ultra founder Russell Faibisch said the destination festival is “really excited to work” with Identity and that he and his people are “happy to bring along over a decade of festival production experience.”